vivo Lab

Vivo lab digital experience space. A new landmark shifting perception in a crowded marketplace. vivo Lab re-affirms the brand as vigorous, trendy, creative and technologically led amongst young Chinese consumers. Vivo is one of the world’s largest smartphone companies with over 200 million users. Imagination was approached to help differentiate the brand, strengthening its position as a beloved technology company. Our goal was to drive advocacy through the transformative power of highly sensory experiences. Tapping into consumers’ constant search for unique and fun moments to share on social media, we utilised one of vivo’s USPs to help shift brand perception: photography. In an advanced technological era, why does photography continue to enjoy a special place in our hearts? The flagship needed to invite audiences to discover something unique, explore a different perspective and make a statement using self-expression, so we set out to develop an extraordinary and memorable destination like no other.

500K total interactions a month
2,000 WeChat vivo accounts created in 30 days  
40% On-boarding to vivo WeChat platform 
80% average retention rate of digital activations 
SPACE
Celebrating the art of photography, Imagination developed the experience floor of vivo lab. An industry first concept store experience facilitating a four-stage photography journey bringing personal transformation through exploration, learning, creativity and connection.
The new flagship invites curiosity and playfulness across 10 highly interactive touchpoints.  The journey begins with Your Aura, an intuitive installation welcoming new arrivals into the space.  In Take Me Back, we showcase the advancement of photography, creating shareable moments with a series of 'historic' user selfies. Helping guests discover photography’s infamous golden hour the LED covered dome Take Me There, perfectly recreates and maps lighting conditions around the world.
The concept store facilitates stronger emotional connection by empowering self expression and creativity with a mix  use space designed to engage and surprise visitors. vivo Lab exemplifies the bricks and mortar shift to deeper, multi sensory experiences, innovatively fusing product engagement and sales activations.  
"vivo's ambition does not stop at being the world's top smartphone manufacturer. We also want to be loved by the Chinese young people as an exciting brand."
- SEON HWANG, SENIOR DIRECTOR BRAND STRATEGY, VIVO
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